Smartphone Technology, Consumer Attachment and Mass Customisation

This research examines the way in which consumers interact with mobile technologies such as smartphones in order to ascertain the effect of these technologies on product markets and consumer lifestyle. Despite challenges present in the current tablet style of smartphones users felt they were able to overcome this by personalisation of the interface. Research through surveys and interviews concludes that both positive and negative aspects have been shown to exist within a new smartphone culture, these are largely reported as positive due to easier availability of information when a smartphone is accessible.